Critically examine the marketing activities, the role and the process of strategic marketing in your chosen organization. Evaluate the relationship between strategic marketing and corporate strategy within the context of the chosen organization.
Introduction of the Primark
This report discusses the biggest international clothing retailer Primark. Its type is subsidiary. Its headquarters is located in Dublin and Ireland. It operates a total of 196 stores with 38 in Ireland, 138 in United Kingdom, 14 in Spain, 2 in Germany, 1 in Netherlands, 1 in Portugal and 1 in Belgium. Its products is womenswear, menswear, childrenswear, footwear, accessories, lingerie and homeware. It has 36000 employees. Company's revenue is £2,730 (financial year 2009/2010).
Primark is known for selling clothes and accessories at budget end of the market. The companies success based on sourcing supply cheeply, making clothes with simple designs and fabrics.
Primark say's on its website about their mission statement:- “The mission of the Primark management and staff has been to supply quality clothing at perceived to offer real value”. (Primark.com) Primark pay focus on its recruitment and development strategies, rewards and benefits for staff enjoy competitive salaries and many other benefits. Primark is an equal opportunities employer in practice as well as in theory for value and diversity.
These are future mission statements :-
To offer the best value for money.
To improve continuously the range of products.
To treat customers as they want to be treated ourself.
To strive continuously for effectiveness, environment, health and safety. 'Value for money' (Primark.com) Primark's goals and objectives is :-
To provide good quality products for the public, They want to public realize they are a good company and just because their products are cheap it doesn't mean that they are rubbish. They will achieve this by having their products made by people that know what they are doing and test them to check that they are good quality. To sell goods at reasonable prices. They want the public to have a wide range of options to them so they offer them good quality products at lower prices. To be friendly and helpful towards customers and staff, the public need to think that they are a friendly company. They will achieve this by greeting customers soon as possible and making them feel welcomed. To treat everybody the same, the people wiyh less money will be treated the same as people they have a lots of money. Company will make everyone feel like they are special anonymous. (Primark.com)
Marketing activities of Primark
In general words marketing activities is anything company do or say or plan to drive business, sales, participation or awareness. Examples are advertising, public relations,direct mail, research/surveys designed to find their customers targets, handouts, websites and events. It was recently reported that Primark is only retailer to increase their profits continuously over the last 6 months as all other brand made losses. Primark has taken a position that appeals to image concious celebrities and fashion concious peoples who provide the budget brand with legitimacy for cash strapped middle class consumers, giving them permission to shop down market. Primark achieves an outstanding win-win providing the budget solution for shoppers on a budget and managers turn off the snobbery of those who would never be seen dead shopping on a budget. In marketing terms product one more than focused on narrow segments, Primark turn this on its head- a rare breed indeed. Primark oversees sales rise 13% thanks to promotional activities Waltham, Primark...